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What: Posts that lure people into clicking on an included link by creating misleading expectations about the post or article’s content. Some of the ways this can be done are by withholding information or using sensationalist phrasing (such as “You won’t believe...” or “You’ll never guess…”) and the use of punctuation (such as all capital letters and excessive exclamation marks).
Why: Feedback shows people prefer to see headlines that accurately reflect the content of an article, so they can make informed decisions on what links they click and how they spend their time.